Crossing the Ice

Australians were turning to their smartphones for recording video and sharing it via the web. We needed to demonstrate the Sony Bloggie camera’s superior quality and portability, so we sent two men on a journey to the South Pole.

They used the Bloggie to document their attempt to be the first to journey to the coldest, most isolated place on earth - completely unsupported.

Viewers could watch their journey unfold in real-time and interact directly with our guys through Facebook and Twitter.

With $0.00 spent on paid media and some creative PR thinking, the project achieved staggering results purely through earned and owned channels. The Bloggie became the number one seller in its category thanks to exposure worth $7.47M, including features on prime time morning TV.

In addition to this, our alignment with the charity You Can netted over $60,000 in donations to help build specialist youth cancer centres around Australia.